Homework - Essay.

"Explain why your case study is post-modern, analysing how it constructs meaning through its post-modern features"

I’ve chosen Lana Del Rey’s music video for her single Nation Anthem. The song title in itself is already post-modern as it features intertextuality. The music video is a contemporary example as its been released in 2012. It is post-modern because it features mostly all points in post-modernist media: intertextuality, hyper-reality and if not even parody. It also features the consumer culture, in the video as well as the song itself. Right at the beginning there are heavy intertextual references to Marilyn Monroe’s “Happy Birthday, Mr President” performance as the signer is wearing similar costume, the piece of the video is edited in the style of 60’s Television. After the “performance” we are introduced to “The President”, who appears to be Afro-American, dressed in contemporary fashion with expensive jewellery (mainly gold), in a suit with a cap on –which is a completely and utter opposite to J.F. Kennedy’s appearance back in the 60’s. This is an example of post-modernism because it combines modernism era back in the 60’s with contemporary world and creates something different (however, not “new”).

There is a big emphasis on the intimate part of “President’s” life in the music video. However, in the music video it’s much more sexualised and the video focuses on the intimate life of J.F. Kennedy, which creates hyper-reality especially with the visual twists on the characters & the nature of the story. Also, the video clearly features the lifestyle of the rich, and the consumer culture, and J.F. Kennedy –like character seems to love the power and the money, and make the most of it and not be modest about it at all; especially, in the close up shots of his and his wife’s jewellery as well as the shots of the party where he throws the money. This is contrasting with J.F. Kennedy’s actual money matters as all he ever invested country’s money was essentially peace and end of wars. There are a lot of white, peaceful colours, symbolising J. F. Kennedy’s intentions.

So to some extent, this video could be seen as parody of J.F. Kennedy and the times he used to live but also it is putting post-modern times in perspective, combining the two and creating something different. It has been mainly  created to entertain and amuse, to create inspirations for young people and desire for the lifestyle in the video, which is what also makes it post-modern because the purpose of most media texts in contemporary media is to entertain, rather than create any deep meaning or educate anyone.

The video makes the song sound much more interesting than it actually is and it is very watchable because of how different it appears from different texts. This is mainly because it uses intertextual references, elements of parody and it is very hyper-real, which makes it enjoyable and successful in our post-modern world. 

475 words. 

Couldn't stop writing at 300. Oops.